Sony's Move motion-sensing controllers for PlayStation 3 will hit the US market in September ahead of Microsoft's rival Kinect devices, as the firms prepare to battle for gamers' affections.

"We think the PlayStation Move is the device that will bridge the gap between core and casual gamers," Sony vice president Peter Dille said during a press conference on the opening day of the Electronic Entertainment Expo (E3).

Move will hit the market in time for the year-end holiday shopping season and aims to tap into an enthusiasm for motion-sensing controls that made Nintendo Wii consoles marketplace superstars.

The Move controllers, which are reminiscent of small black flashlights topped with brightly colored orbs, allow gamers to control PS3 play with swings, jabs and other natural movements instead of the toggle-and-button commands that have been trademarks of play on PS3 and rival Xbox 360 consoles by Microsoft.

Microsoft's own motion-sensing controllers for Xbox 360 consoles are dubbed "Kinect," and will be available in the United States beginning November 4, a little less than a month after Move is released on September 19.

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